Smarter cooking starts with what's already in your kitchen.

Elsa helps you keep track of ingredients, discover recipes that actually fit what you have, and make better everyday cooking decisions without the stress.

Know what you already have

Elsa helps you stay on top of the ingredients in your kitchen, so you can stop forgetting what's in the fridge, cupboard, or freezer.

Get recipes that make sense

Instead of random meal ideas, Elsa helps you discover recipes based on what you already have, what needs using first, and what actually fits your day.

Waste less and cook with confidence

By making it easier to use ingredients before they go to waste, Elsa helps you save money, reduce food waste, and feel more confident about what to cook next.

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The world wastes an extraordinary amount of food.

Every year, households throw away millions of tonnes of edible food. Most of it comes down to poor visibility into what's in the kitchen — and when it expires. Elsa is built to change that.

Method & sources
  • Live estimate = annual baseline × fraction of calendar year elapsed
  • Global ≈ 631 million t/yr — UNEP Food Waste Index, 2024
  • UK ≈ 6.0 million t/yr — WRAP, 2025
  • USA ≈ 28 million t/yr — estimate, pending updated official data

Elsa helps you use what you already have — so less food ends up in the bin.

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Built for real kitchens, busy lives, and better everyday decisions.

Elsa is designed to make cooking feel simpler, more relevant, and less wasteful — without adding more effort to your day.

Save money

Get more value from the ingredients you already buy by using them before they're forgotten or wasted.

Reduce food waste

Elsa helps you make better use of what's already in your kitchen, so less food ends up in the bin.

Cook with less stress

Spend less time guessing what to make and more time cooking meals that actually suit your life.

Feel more organised

From ingredients to meal ideas, Elsa brings more clarity to your kitchen and everyday routine.

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Quantify the hidden cost of food waste.

Adjust household size and see how small everyday losses can quietly scale into a meaningful yearly financial burden.

Household size
Selected household 4 people
Profile Typical household
123456+
Waste / week 0.0 kg
Cost / week £0.00
Cost / year £0

These defaults are illustrative and editable in future versions — designed to show where food is commonly lost and how quickly small weekly waste compounds into meaningful annual cost.

Cost share by food category
Highest cost-share —
Weekly spend (top) £0.00
Avg cost per kg £0.00
Dynamic insight

Higher-cost foods like meat, fish, and dairy may represent less weight but often carry a much larger financial impact when wasted.

Fridge waste
Cold storage
0.00 kg
£0.00 per week

Dairy, meat, fish, and produce hidden at the back of shelves or drawers.

Pantry waste
Shelf storage
0.00 kg
£0.00 per week

Bread and room-temperature vegetables forgotten in cupboards or baskets.

Freezer waste
Long-term storage
0.00 kg
£0.00 per week

Bulk buys and leftovers lost when items go unlabelled or buried under newer items.

Where are items most often forgotten?
Most forgotten items

Ranked by forget risk score
Quick insight

Fresh produce is your highest-risk category

Items in the fridge are most likely to be forgotten first, especially short shelf-life ingredients pushed to the back.

Risk score 72/100
Top zone Fridge
Risk level High
Likely waste / week 2.6 kg
Recommended next step

Build your next meal around produce and dairy first to reduce avoidable waste this week.

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Weekly food waste breakdown
Category Base kg/week
household of 4		 £ per kg Stored in Forgotten risk
1–10		 Current kg/week Current weekly cost

Use "Stored in" to show where food is typically lost. The forgotten-risk score powers the most-forgotten items section above.

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Be first to hear when Elsa launches. Get product updates, early access, and exclusive surprises before we hit the app stores.

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